search query: @indexterm women / total: 431
reference: 160 / 431
| Author: | Holden, L. Holden, A. |
| Title: | Woman to women: social marketing an idea to the new world |
| Journal: | Psychology and Marketing
1998 : MAR, VOL. 15:2, p. 175-193 |
| Index terms: | PSYCHOLOGY SOCIAL MARKETING WOMEN |
| Language: | eng |
| Abstract: | In 1971, Kotler and Zaltman developed a formal planning process for social marketing. But this article highlights the marketing of the idea of Britain's moral cause to American women in 1939-41, a clever example of social marketing thinly disguised to avoid the abhorrence attached to propaganda. The authors show how Ruth Drummond's letters in Ladies' Home Journal contain an effective mix of communication elements dedicated to winning women to a way of thinking that they had rejected initially. |
SCIMA